Families leave your website still wondering whether you can solve their problem, because we describe our work in our own language instead of theirs.
This 29-page fill-in workbook walks you through one service at a time until it is written in the same words your clients use about their own lives.
Inside the workbook, readers will find:
- Five real client phrases pulled from your own calls, emails and intake notes
- A worksheet naming the moment that sends families looking for help
- A three-role worksheet for the person who calls, the person who lives there and the person who pays
- A mirror check on the first two sentences of your website
- A jargon swap table for the words families do not recognize
- The one-sentence service formula with space for three drafts
- A seven-point scoring rubric for your best draft
- A short version for your email signature and social bios
- A service inventory sheet for everything you offer today
- Grouping worksheets that turn your service list into problem-based headings
- A step-by-step builder for your “what happens next” message
- Voicemail, email reply and out-loud versions of the same message
- A 15-minute first-call outline
- Three record sheets for the outsider test, with the three questions to ask
- A gap analysis comparing what you meant with what they heard
- Four practice scenarios rewriting other people’s marketing before your own
- A read-aloud test and a colleague sentence swap
- A drafting page for the top of your home page
- A ten-item checklist of everywhere your words appear
- A referral partner one-pager template
- A one-week plan with dates and an obstacle worksheet
- A 30-day check measuring what changed in your phone calls
- Four reflection prompts and a resources page
This workbook is for general educational and business planning purposes only. It is not legal, financial, medical, or professional marketing advice, and it does not replace guidance from your own attorney, accountant, licensing board, or professional association. You are responsible for making sure the way you describe your services meets the rules of your license, certification, and state. In an emergency, call 911.
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Important Disclaimer: The materials on this page are provided for general educational and business planning purposes only. They are not legal, financial, tax, medical, or regulatory advice, and they do not create a consulting, professional, or client relationship of any kind. Nothing here guarantees any particular business result, including increased inquiries, clients, or revenue. You are solely responsible for making sure the way you describe, advertise, and price your services complies with your license, certification, professional association rules, and applicable state and federal law, including advertising and scope-of-practice requirements. Before making claims about outcomes, qualifications, or services, consult your own attorney, accountant, licensing board, or professional association. AgingInPlaceDirectory.com and Esther C. Kane, CAPS, C.D.S., are not liable for any loss or damage resulting from the use of these materials. This is a digital download; please review the refund policy before purchasing. If you or someone you are working with is facing a medical emergency or an immediate safety risk, call 911.